Today, there is little tolerance for brand irrelevance. Buyers expect brands to engage in meaningful conversations during key moments of need. To meet their expectations, the industry must move away from siloed channel and product-level campaign thinking and more toward managing key customer interactions. These interactions come down to specific moments. Managing moments means having a defined strategy for understanding and responding to customers’ needs at every possible touchpoint. For brands to gain market share, they’ll need to invest in a more cohesive audience strategy that meets the unique needs of buyers and personalizes each customer’s experience.
Elevating experiences is not easy, but valuable and worthwhile initiatives typically are not.
As Harvard Business School’s Michael Porter defined in his 1996 paper, What is Strategy? strategy involves creating fit among a company’s activity. Fit has to do with making purposeful tradeoffs to create differentiation, as well as how a company’s activities interact and reinforce one another in support.
To create fit, brands need to identify the most winnable customers and determine how to manage their experiences by enabling fluid interaction among business units—referred to as activating the future-state buyer experience. An effective future-state buyer experience addresses unique needs throughout the course of the journey—ultimately influencing the consumer by providing exactly what they’re looking for.